Contextual Marketing – Customer Personalization in Marketing 5.0

In the Digital Marketing environment, contextual marketing is no longer too new. However, with the support of modern technologies such as artificial intelligence and IoT, contextual marketing has been developed to a new level. Contextual marketing activities will be an opportunity for businesses to target the right target, increase conversion rates, and develop brands to each individual customer.

To better understand the trend of contextual marketing, let’s learn about contextual marketing in the era of marketing 5.0 with Adsmo.

Refer to more: Marketing 5.0 – The era of digital marketing for humanity

What is contextual marketing?

Contextual marketing (Contextual marketing) or Situational marketing is the activity of creating content and advertising related to target customers, specifically here is information about products, services or topics that customers are interested in on digital platforms.

When it comes to Contextual marketing, Philip Kotler and his colleagues stated that marketers can combine contextual marketing strategies in an automated way with the powerful support of modern technologies such as AI and IoT. The goal of modern technologies such as IoT and AI is to build awareness and context for each customer segment. Marketers can provide the right products to the right customers, at the right time and in the right place.

The value of contextual marketing in Marketing 5.0 is very significant, especially with Advertising display on digital platforms. Customers and consumers are tired of seeing irrelevant or untimely advertisements and content. Therefore, marketers need to enhance customer experience with appropriate personalized marketing strategies.

Contextual Marketing – Understanding Customers in the Marketing 5.0 Era

Traditional marketing activities require large resources to implement along with not small investment costs such as organizing events, seminars, distributing leaflets, sending direct mail, publishing catalogs… However, are traditional marketing campaigns really effective, targeting the right customers? The number of target customers who can access programs or marketing campaigns that are built with the right customer insights but are based solely on subjective perceptions.

Marketers build scenarios by assessing the environment, emotions, facial expressions and gestures of customers to know whether they feel uncomfortable or satisfied with products, services or marketing campaigns. In the digital age, devices are installed with programs to build marketing strategies according to customers’ context. Modern technology features detect human moods from facial expressions, eye movements, voice and neural signals. Although these technologies are not yet mainstream in digital marketing activities. However, they are the key to the future of contextual marketing. It is important for marketers to understand customers beyond basic demographics.

For example, British Airways has experimented with a program to study the mood of its passengers on board. The airline launched a “happy blanket” that changes color according to the emotional state of the customer. The blanket is accompanied by a headband that monitors brain waves and determines whether the customer is anxious or happy. The program has helped the airline understand changes in mood throughout the customer’s flight. In particular, the application of this technology allows flight attendants to quickly identify which passengers are unhappy and quickly provide solutions to help them feel more comfortable. Contextual marketing is a powerful tool for building effective marketing campaigns.

Contextual Marketing is an inevitable trend in the digital marketing era, helping businesses target effectively, optimize investment costs, maximize profits, and build strong development in the minds of customers. Adsmo is one of the leading prestigious Digital Marketing Agency that will always accompany businesses on their journey to develop their brands.